The Affluent Traveler Collection (ATC) is reporting double-digit growth across several luxury travel categories, with travellers spending more on guided trips, cruises and hotels.
The results were released during ATC’s Symposium, taking place September 22-24 at the JW Marriott San Antonio Hill Country Resort and Spa. More than 250 agency owners, managers, advisors, preferred partners and other industry representatives are attending the event.
According to ATC, spending per guest with its luxury guided partners increased 45% year over year, rising from $14,300 to $20,800 per traveller.
Luxury ocean sales are up 31%, while the average cruise price per day has increased 10% year over year. River cruise sales are up 12%.
Travellers are also spending more on higher-category cruise accommodations. Luxury cruise suite bookings have increased 33% year over year, with revenue associated with those bookings up 37%.
On the hotel side, luxury room nights are up 44%, while average daily rates have increased 20%.
ATC says forward bookings indicate that the trend is continuing into 2027. Luxury land bookings for next year are averaging 23% more per guest than comparable 2026 bookings. Luxury ocean partners are pacing 40% ahead, while luxury river bookings are 84% ahead.
The organization says the increases come as affluent travellers take more trips and look for increasingly personalized experiences.
"Affluent travellers today are looking for more than a vacation. They want experiences that are meaningful, transformative and tailored to their interests," said Nicole Mazza, ATC Chief Marketing Officer. "Whether it's a multigenerational celebration, a once-in-a-lifetime adventure or a journey focused on wellness and rejuvenation, luxury travellers value expert guidance. That's where our advisors play an indispensable role."
ATC cited research showing luxury travellers plan to take an average of eight leisure trips over the next year, while annual leisure travel spending among the top 1% of households has increased 55% since 2022 to $74,400.
The organization also says 97% of affluent travellers believe advisors are the best way to create personalized travel experiences, while 92% say working with a travel expert is the only way to achieve what they consider a truly luxury travel experience.
Hotel Portfolio Grows
ATC has added 97 properties to its hotel and resort collection over the past year.
The portfolio now includes more than 1,400 hotels and resorts across 90 countries, an increase of 11% over 2025. Clients booking through affiliated advisors receive complimentary amenities that ATC says average $1,000 in value per stay.
“Luxury travel has become synonymous with customization,” said Mazza. “Sophisticated travellers expect more from a hotel than just a place to sleep. They’re looking for a variety of personalized experiences, including relaxation and wellness. Affluent travellers today anticipate that the hotel will be a central component of their vacation experience.”
Supplier Network Expands
ATC has also expanded its destination management company network.
Its OnLocation program now includes 50 destination management companies covering more than 100 countries and regions.
An expanded relationship with Abercrombie & Kent’s DMC partners adds options across Latin America, Asia, the Middle East and the Nordic region, while Live Life Safaris covers 12 African countries and the Indian Ocean islands.
All TRAVELSAVERS Canada agencies are able to market and sell ATC preferred partners.
ATC also reported an increase in its consumer outreach. The organization distributed 5.6 million consumer emails over the past year, up 47%, while continuing its print and digital editions of The Affluent Traveler magazine.
ATC says the broader luxury travel market is currently valued at $1.6 trillion globally and is projected to reach $3 trillion by 2033.
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